The Innovation Circular Design Story is the latest addition to H&M's Innovation Stories, a new sustainability initiative that focuses on the forward-looking design and innovative materials.
The collection is aimed at those who love to express themselves and experiment through fashion, and this joyful ethos is also reflected in the campaign by emerging photographer Rafael Pavarotti. Titled "Just before the party starts", he captures the exuberant mood as people get dressed up.
Optimism and individuality of those who love fashion, choosing outfits, posing in front of the mirror, dancing, and feeling free.
The collection will be available in selected stores and online at hm.com from 9 December 2021.
What is special here is not only the material but also the production process, because the collection was designed with the help of a design tool called Circulator, which enables the H&M design team to consider all phases of the garment creation process. This starts with the expected lifespan and also includes the materials and design strategies used.
The Circulator was developed by the H&M Group to support the company in its efforts to improve the circular economy and achieve the goal of becoming climate neutral by 2040. The objective is that all H&M products will be designed using this tool by 2025. A new age for fashion, a new age for H&M.
"People have a certain image in mind when they hear about circularity. With the Circular Design Story, we want to show that it is possible to design a stylish collection that is fun and incorporates circular design principles. We want to present new possibilities and give hope for a more sustainable future." - Ann-Sofie Johansson, Creative Advisor at H&M
